These issues are discussed further below.

Importance of Research in Relation to an Organization's Marketing Strategy and Tactics. In recent years, savvy marketers have increasingly been targeting discrete consumer segments through differentiated marketing techniques. According to the authors, "The distinctive nature of various consumer groups such as children, the elderly, women, and ethnic minorities has made them attractive market segments" (p. 364). Market segmentation and targeted marketing, though, are not without their dangers if what is being marketed is inappropriate for the intended consumers. "Targeting potentially harmful products at vulnerable and disadvantaged consumers such as children, the elderly, and inner-city residents has received negative publicity and been subjected to damaging litigation" (p. 364). In an increasingly dynamic and increasingly competitive globalized marketplace, though, companies that fail to take advantage of the tools that are available will be at a distinct disadvantage, but even companies that are not specifically engaged in...
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